Online Identity: Headshots That Make A Compelling First Impression

By Sue Brettell, Online Identity Design and Communication specialist creating compelling personal brand web design and copy for dynamic solopreneurs and professionals.

When building a strong and compelling brand for yourself, quality professional photographs are essential. Whether you're a solopreneur or practitioner, an executive or a careerist, your headshot can make a big difference to how you are perceived.

If you are communicating a message of quality, your entire marketing campaign is dependent on strong personal images. The portrait on your website attracts or reassures your prospective clients; the headshot on your CV or resume could make a first impression that determines whether you get the interview or audition; the picture that accompanies your fabulous magazine article gives you credibility.

It's well documented that people make up their minds about each other within the first few seconds of meeting. The way you look, your body language, your tone of voice and your overall presentation comprises a staggering 93% of the criteria people use when they form an opinion about you. This impression tends to stick, no matter what you say or do subsequently. The same can apply to your online identity, including your photograph.

Even the most beautifully crafted layout and copy can be let down by a poor head shot, yet many people make do with home snapshots which do them no justice at all.

ekkWhy do you need a head shot on your website?

A good head shot is an opportunity for you to personalise your website. It helps to build a picture of who you are and establish a connection with your prospective client or employer. If you want to make a terrific first impression, it pays to look your best and to exude warmth and sincerity. It's an opportunity to visually project your brand attributes: colours, characteristics and quirks that are associated with your brand.

Find a good photographer

Good doesn’t necessarily have to be expensive, but this is an investment that you shouldn’t skimp on. Finding a photographer requires a little research. Word of mouth is great as long as you can see examples of their work. Do a search on the internet and look at websites to get an idea of their style. Ask whether they are experienced in doing headshots in your field – especially important if you’re an actor for instance. Make sure you’re going to have a good rapport with the photographer: if you’re happy and relaxed, your headshots will be more natural and attractive.

If you're a student, you could approach the design department at your local college and offer yourself as a model and pay a small fee to the person who takes the best shots. (Also a way of getting a funky logo design for those on a limited budget.)

If you're short of time or really strapped for cash, find the best amateur photographer in your circle and follow the tips below for preparing yourself for the shot. Make sure you're in good natural light (flash can be very stark) and have plenty of shots taken so you can pick the best one.

Preparation: decide what you want

Don’t turn up at the photographer’s studio without a clear idea of what you want from your photographs. You are bound to be disappointed.

How are the photos going to be used? Who are they aimed at? What mood or feeling do you want to communicate? Collect samples from magazines or websites to demonstrate the look you want. Look at your peers' photos on their websites. This is useful because you can see what works and what doesn't.

Do a dress rehearsal at home in front of the mirror, practising expressions and poses. Ok, some people will find this easier than others, but it's vital to know what expressions light up your face and which ones frankly don't do you justice. Go through your wardrobe to find the clothing that flatters your colouring and fits well. There are more check points below.

For best results on the day, photographers recommend that from a day or so before, you drink lots of water and get plenty of sleep. Ideally, avoid alcohol and smoking the night before, and just before your shoot. Dehydrated, tired skin and dark circles make you older.

Image

The image you project needs to be authentic. Think about your brand attributes. Don't go changing your hairstyle or wearing clothes that aren't on-brand for you. Unless there's a particular colour that's always associated with you, go for neutral colours. Don't wear a tie if it isn't your natural style, and stick to your usual hairstyle – if it's normally curly, this isn't the time to straighten it!

Clothes tips:

• Solid colours work best, avoid patterns and busy textures. Black is good, but avoid white unless it's underneath something.
• Dark clothes attract less attention – the focus should be on your face.
• Wear clothes you feel comfortable in. If you've been told you're looking well in a particular outfit, it means it flatters you. Make sure they're pressed. Don't overdress.
  Avoid jewellery that detracts from your face.
• If you want shots for a variety of uses, choose several outfits that emphasise your different roles.
• Avoid tight clothes that emphasise unsightly bulges!

Make-up tips:

• Make-up should be clean and natural – this isn't the time to try a new look.
• Ladies, wear a light foundation and emphasise eyes and lips. Avoid frosts and garish colours.
• Men may need base, concealer and powder if their skin is blotchy or uneven. Ideally you should obtain your own to match your skin colour. Alternatively ask if the studio will provide make-up.
• Everyone – a heavy layer of translucent powder will help your face to appear flawless in photos. It eliminates shine, reduces pore size and evens the skin tone. It will seem unnatural, but don't worry, the studio lighting will compensate.

What to take with you

A variety of tops and shirts, with a few accessories such as scarves or ties will give you and the photographer a chance to choose the best outfit. You can also have shots taken in different outfits to give you more options.

Also take:

• Your previous head shots (gives the photographer something to improve on!)
• Samples that help to communicate what you want.
• Your make-up kit, hair brush.

Arrive on time – if you're too early there will be another session in progress; too late and you will hold up the next client.

At the studio

Be sure you are using a simple, non-distracting backdrop. White or black are not recommended, although some professionals can make it look terrific. Most common are off-white, grey, light blue or any colour that comes through with a gentle grey tone. If you are taking the photographs outside, be sure there is nothing distracting to the eye in the background. A headshot background will probably be mostly out of focus anyway.

Take a few moments to compose yourself and relax your facial muscles. When you smile for the camera, smile with your eyes, not just your lips. Think happy thoughts or recall a joyful memory, which will shine through.

Don't look down your nose with your chin up. Pull your chin down a little, which is far more flattering.

To make a double chin miraculously disappear, simply extend your neck a bit forward to the camera.

To show poise, don't confront the camera directly. Stand or sit with your body at an angle to the camera and then twist your upper body and face toward the photographer.

Make sure you have shots taken with your body angled both left and right. There's a good reason for this – see below.

Design considerations

In print, unless you're facing straight ahead, the general rule for portraits is that the orientation on the page should be inwards. If a face is looking outwards – away from the content of the page – it gives the feeling that the subject is not connected to it. This rule equally applies to your website. If you have photos taken from different angles, you can choose the one that suits the position on the page. You may not have noticed the difference this makes before, but have a look at some websites to observe it for yourself.

Ask the photographer to supply you with a choice of sizes. You need a high resolution (high definition) file to send to printers and a selection of small sizes for use on the internet. One or two cropped photos (where your head almost fills the frame) will be useful. The headshots on this website are good examples.

Consider having a password-protected page on your website with a choice of headshots at different resolutions available for download. You can give the link and/or password to anyone who requests a photograph. It might also be useful to put all your web links and branding information on this page. It will be a fabulous resource for designers, publishers, magazine editors, web designers etc.

Here's a lovely gallery of headshots for inspiration.

© Sue Brettell